Justin Foster

I believe no one's mission is to keep things the same.

I am a brand strategist, writer, and professional agitator who helps conscious founders, solo professionals, and creatives turn their calling and craft into unforgettable brands.

I am the co-founder of Massive Changeand creator of “F the Formula”, a business philosophy and a coaching model for teaching an approach to branding that rejects manipulation and builds brands with moral clarity, scalable genius, and lasting impact.

In my coaching, writing, and speaking, I seek to inspire others to go inward, embrace mystery, and show the world who they truly are.

I live in Mexico City, Mexico, with my partner and stepson. I have two grown children and two grandchildren. In addition to unconditional love for family and friends, I love deep conversations, great coffee, good bourbon, and real country music.

Five interesting things to know about me:

• My craft is brand poetry. I call it that because both branding and poetry, when done right, distill complexity, emotion, and meaning into simple, provocative, and profound language that moves the soul without manipulation or coercion.
• I consider branding, business, and spirituality as one continuous conversation. As such, I’ve often been referred to as a “heretic,” which is either a compliment or an accusation depending on who is saying it!
• My partner, Dr. Virginia Lacayo, is an executive coach, Nicaraguan/French activist with a PhD in complexity science who grew up in a war. We have very different backgrounds but share similar values around justice, questioning authority, and love. We joke that our love story doubles as a geopolitical experiment
• I was raised on a large cattle ranch in Eastern Oregon, where work ethic, honesty, and “riding for the brand” were the currency of life. I still carry the Code of the West in my bones, even as I find myself frequently clashing with the systems and mindsets that taught it to me.
• I grew up in and left behind a Christian fundamentalist cult and built a spiritual life from the ashes. That experience fueled my love for freedom, creativity, and spiritual mischief.